Total global revenue driven by paid search rose 36% year-over-year during the 2011 holiday season (November 6 to December 25), while transactions rose 56%, according to a Kenshoo report released in January 2012. Average order value (AOV) peaked the week of November 20, but overall, consumers spent 13% less per transaction in 2011 compared to 2010.
According to Kenshoo insight, these trends are likely indicative of consumers’ willingness to shop around at different retailers when buying all the items on their shopping lists, as well as their propensity to purchase more frequently without regard to order size due to retailers’ free shipping offers with lower or no minimums.
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